Develop an e-marketing plan to support a business of their choice (real or imagined). This plan must include aspects of the RACE digital marketing planning framework. The plan must detail the following: 1. Background information about the company – name, product/service, when established, size, location 2. Situation Analysis – Conduct an online marketing analysis that highlights the following (What are the company’s online strengths, weaknesses, opportunities and threats? Who are the digital customers, what are their buying habits, how large is the target market, who are the main digital competitors, what are their strengths and weaknesses?) 3. Objectives - What SMART online objectives should the company use? State at least three (3) objectives. NB Objectives must be developed from the situation analysis. 4. Develop an online value proposition for the online target market 5. Develop a digital marketing plan. Use RACE planning framework. For each step in RACE a. Identify the engagement and content strategy b. Identify the online channels c. Identify KPIs NB The digital marketing strategy must be developed to achieve the three (3) objectives 6. Develop an ethical strategy 7.Control - Discuss how you plan to monitor and measure your performance based on the three (3) objectives
Develop an e-marketing plan to support a business of their choice (real or imagined).
This plan must include aspects of the RACE digital marketing planning framework.
The plan must detail the following:
1. Background information about the company – name, product/service, when established,
size, location
2. Situation Analysis – Conduct an online marketing analysis that highlights the following
(What are the company’s online strengths, weaknesses, opportunities and threats? Who
are the digital customers, what are their buying habits, how large is the target market,
who are the main digital competitors, what are their strengths and weaknesses?)
3. Objectives - What SMART online objectives should the company use? State at least three
(3) objectives. NB Objectives must be developed from the situation analysis.
4. Develop an online value proposition for the online target market
5. Develop a digital marketing plan. Use RACE planning framework.
For each step in RACE
a. Identify the engagement and content strategy
b. Identify the online channels
c. Identify KPIs
NB The digital marketing strategy must be developed to achieve the three (3) objectives
6. Develop an ethical strategy
7.Control - Discuss how you plan to monitor and measure your performance based on the
three (3) objectives
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